Question 1

The advertising agency also analyzed all media relevant to the client's target market.Not surprisingly,the agency found that women in their target market were heavy readers of health-related magazines,such as Prevention and Health.However,they also found that these women were heavy readers of shelter magazines,such as Better Homes and Gardens and House Beautiful.What kind of research did the agency conduct?

Accepted Answer

The agency conducted media research to analyze all media relevant to the client's target market.

Question 2

Which of the following organizations surveys large samples of American consumers,asking questions about consumption,possession,and use of a wide range of products,services,and media?

Accepted Answer

Simmons Market Research Bureau is known for conducting large-scale consumer surveys on various products, services, and media consumption of American consumers.

Question 3

The advertising that launched General Motors' OnStar GPS system used a Batman theme.Looking at the commercial in terms of signs and symbols,it is possible to discover the obvious and hidden meanings of the message.For instance,the "bat beacon" becomes the OnStar for the average person who wants to have the wonderful technology toys Batman had.This is an example of ________.

Accepted Answer

The question is asking for an analysis of signs and symbols in the advertisement, which is the basis of semiotics. The other choices do not apply to this type of analysis.

Question 4

The initial research Mike conducted was used to identify women who are in the market for cereals with these benefits in terms of the women's characteristics,attitudes,interests,and motivation.What type of research did Mike conduct?

Accepted Answer

Mike conducted consumer insight research, which aims to understand the consumer's characteristics, attitudes, interests, and motivation related to a product or service. This type of research helps in identifying the target market and developing effective marketing strategies.

Question 5

Which of the following is conducted to determine the ad's actual overall effectiveness in reaching objectives?

Accepted Answer

The answer of Which of the following is conducted to...

Question 6

________ research delivers numerical data such as the number of users and purchases,their attitudes and knowledge,their exposure to ads,and other market-related information.

Accepted Answer

Quantitative research is focused on numerical data and aims to measure attitudes, behavior, and other market-related information using statistical and mathematical techniques. This type of research is typically conducted through surveys, questionnaires, and other structured data collection methods. Ethnographic research (A) focuses on observing people in their natural environments, while qualitative research (C) aims to uncover insights and understanding through open-ended questions, interviews, and focus groups. Neural research (D) involves using brain-imaging technology to study consumer behavior, and experimental research (E) involves manipulating variables to test causal relationships.

Question 7

Government organizations and trade associations are both sources of ________ data.

Accepted Answer

Government organizations and trade associations are both examples of secondary data sources, as they provide information that has already been collected and published by other sources. Primary data refers to data that is collected directly from research subjects, while ethnographic data refers to data obtained through cultural observation and analysis. Subscription data refers to data purchased through paid subscriptions, while unregulated data refers to data that is not subject to government oversight or regulation.

Question 8

Radio Facts,published by the Radio Advertising Bureau,is an example of ________.

Accepted Answer

Radio Facts is published by the Radio Advertising Bureau, which is a trade association for the radio industry. The publication is designed to provide advertisers with information to help them make better decisions, making it an example of a trade association report.

Question 9

Information that is collected for the first time from original sources is called ________ research.

Accepted Answer

Primary research refers to the collection of data for the first time, directly from original sources such as surveys, interviews, and observations.

Question 10

Which of the following statements is TRUE?

Accepted Answer

Primary research can be conducted in three main methods - quantitative, qualitative, and experimental. Quantitative research focuses on numerical data, qualitative research focuses on non-numerical data (such as observations and interviews), and experimental research involves manipulating variables to observe their effects. Therefore, option B is the correct statement.

Question 11

The advertising agency team members used research to help develop the message strategy.They conducted in-depth interviews with several women who were representative of the client's target market and asked them to evaluate the relative power of various creative ideas.This type of research is known as ________.

Accepted Answer

The type of research conducted by the advertising agency team members to evaluate the relative power of various creative ideas among the client's target market is known as concept testing. Concept testing is a research technique used in marketing and advertising to test the appeal, importance, and impact of a new product or advertising campaign or marketing message on consumers. It is used to determine whether a product or campaign will be successful or not.

Question 12

Before the advertising agency created any advertising for this new brand of cereal,people working on the account started reading everything they could find on the product,company,industry,and competition.This is known as ________ research.

Accepted Answer

This is an example of secondary research, where the agency is gathering information from existing sources such as industry reports, articles, and company websites rather than conducting its own primary research.

Question 13

Which of the following is LEAST likely to be a benefit of conducting marketing research?

Accepted Answer

Marketing research focuses on gathering information about markets, customers, and promotional activities. Assessing the effectiveness of accounting practices is not related to marketing research, therefore it is the least likely to be a benefit.

Question 14

V-8,a brand of vegetable juice,wanted to determine if viewers understood the health benefit message the company was trying to convey in a new series of television commercials.V-8 conducted research in which consumers viewed a pilot television show in which an unreleased version of the V-8 ad appeared.Several other ads appeared during the 30-minute television program,and after viewing the show,participants were given a survey regarding their attitudes toward all of the ads they had seen.Five different groups saw the same program and ads,except the V-8 ad was different for each group.What type of research is this?

Accepted Answer

This is concept testing because V-8 is testing the effectiveness of their new ad on a sample audience. They are also gathering feedback on other ads presented during the television program.

Question 15

Firms that specialize in interviewing,observing,recording,and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called ________ research suppliers.

Accepted Answer

Firms that specialize in interviewing, observing, recording, and analyzing the behavior of those who purchase or influence the purchase of a particular good or service are called primary research suppliers. Primary research suppliers are different from secondary research suppliers who provide pre-existing data and information. Trade research suppliers specialize in providing information about a specific industry or market sector, advertising research suppliers focus on measuring the effectiveness of advertising campaigns, and certified research suppliers may be specialized in a particular method or technique of research.

Question 16

Which of the following statements about secondary research is FALSE?

Accepted Answer

The statement that "Secondary research found on the internet is invalid" is false. While there may be some unreliable sources on the internet, there are also many reputable sources of secondary research that can be found online.

Question 17

________ research provides insight into the underlying reasons for how and why consumers think,feel,and behave as they do,using tools such as observation,ethnographic studies,in-depth interviews,and case studies.

Accepted Answer

Qualitative research methods aim to understand the deeper motivations and attitudes behind consumer behavior. This type of research relies on observation, ethnography, in-depth interviews, and case studies to provide rich, detailed insights into consumer behavior. It is often used at the exploratory stage of research to uncover new ideas and opportunities.

Question 18

Quantitative research is typically designed to either accurately ________ something or ________ something.

Accepted Answer

Quantitative research involves collecting numerical data, which is usually used to count or predict something. For example, a survey may collect data on the number of people who prefer one brand over another, or the likelihood that someone will purchase a certain product. Quantitative research usually has a hypothesis or research question that is being tested, and the goal is to draw statistical conclusions based on the data collected.

Question 19

Which of the following is most likely conducted during and after an ad campaign?

Accepted Answer

The answer of Which of the following is most likely...

Question 20

Lexis-Nexis and Dow Jones' Factiva are both examples of ________.

Accepted Answer

Both Lexis-Nexis and Dow Jones' Factiva provide access to a vast amount of previously published secondary research, such as news articles, company financial statements, and industry reports.

Quiz 6: Strategic Research